Rotana, one of the leading hotel management companies in the Middle East, Africa, Eastern Europe and Türkiye, is highlighting the scale and direction of its growth strategy at Arabian Travel Market (ATM) 2026, with 40 properties and 8,334 keys under development alongside 78 operating properties representing across the region.
Saudi Arabia accounts for 10 of Rotana’s 40 properties under development, representing 1,404 keys and one quarter of the group’s pipeline. The developments span Riyadh, Jeddah and Makkah, as well as Hail, Abha and Al Baha, reflecting an approach that balances established gateways with emerging destinations supported by growing domestic demand.
Philip Barnes, Chief Executive Officer of Rotana, said:“This year has been about moving Rotana forward in a focused way. We have opened new properties in our core markets, taken our brands into new cities and entered new segments, including branded residences and mountain hospitality. What matters is not simply how many hotels we add, but that every addition strengthens the portfolio, works for our owners and stays true to the experience our guests expect from Rotana. We know this region deeply, and we are taking that experience into new markets with the same care and discipline.”
Visitors to ATM 2026 can meet the Rotana team at stand HC2310 throughout the event to learn more about the group’s development strategy and growing regional and international portfolio.
Focused Growth Across Core and Emerging Markets
In the UAE, Bloom Arjaan by Rotana opened in August 2026, offering 217 contemporary serviced apartments for short and extended stays. Located within the Park View development in Marsa Al Saadiyat, close to the island’s cultural and leisure attractions, the property provides a convenient base for exploring Saadiyat. Rotana is also preparing to open Rotana Ras Al Khaimah – The Mangroves later in 2026. Overlooking the mangroves and the Arabian Gulf, the 258-key hotel will offer family-friendly accommodation, five dining venues, leisure and wellness facilities, and meeting and events spaces.
In Saudi Arabia, Rotana opened Edge Riyadh – Al Rabie earlier in 2026, offering 71 modern rooms and suites in the capital’s Ar Rabi district, with convenient access to nearby business, retail and entertainment areas. In July, Rotana also signed an agreement with Zawaya Properties Company for The Residences by Rotana at Thakher, Makkah. Located 1.5 kilometres from the Grand Mosque, the 240-apartment development will combine residential comfort with hotel services for pilgrims, long-stay residents, business visitors and year-round travellers.
Egypt also remains an important market within Rotana’s regional growth plans. The group continues to evaluate opportunities to strengthen its presence in line with long-term demand, with portfolio updates to be announced in due course.
Beyond its core regional markets, Rotana signed its first ski resort in Gudauri, Georgia, in June 2026. Located in the Greater Caucasus mountains with direct ski-in, ski-out access, the dual-property resort will offer approximately 400 keys alongside dining, wellness and family facilities. Designed for both winter and summer visitors, it will expand Rotana’s pipeline in Georgia.
A Regional Operating Model with Greater Global Reach
Management agreements remain at the heart of Rotana’s asset-light growth model. The group’s approach combines more than three decades of regional operating experience, accessible leadership and close owner relationships with the flexibility to consider conversions, franchises and other structures where they support the right long-term partnership.
Rotana is also strengthening how it reaches and serves guests through Rotana DISCOVERY and continued investment in digital capabilities. Rotana Chat AI provides 24/7 guest assistance, with integration into Rotana.com, a Voice AI pilot and the group’s data and AI partnership with Microsoft. Together, these initiatives support stronger direct and loyalty-led engagement while helping hotel teams deliver a more seamless guest journey.
Eddy Tannous, Chief Operating Officer of Rotana, said: “This year’s progress shows the breadth of opportunity in front of Rotana. Each addition to our portfolio is deliberate and built around a strong local partnership. As the hospitality industry continues to demonstrate its resilience, we remain confident in the opportunities ahead and will keep growing with purpose, market by market.”
Together, Rotana’s portfolio growth, owner-led operating model and investment in guest experience reflect a business building carefully from a position of regional strength. As it enters new markets and expands into new hospitality segments, the group remains focused on supporting its hotel teams and delivering the warmth and quality behind its promise of ‘Treasured Time’.